MILK MAN: USING GAMIFICATION TO ENGAGE DADS

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The Parent Infant Feeding Initative (PIFI) is a large, Healthway-funded research program currently being undertaken by Curtin University, which focusses on the male partners of breastfeeding mothers. REACH HPI has been closely involved with the PIFI from early in its development, with particular emphasis on the development of Milk Man, a socially connected, gamified app fathers. We believe in the use of established behaviour change theory in the development of mHealth interventions, and the social cognitive theory was important in the selection and design of engagement strategies for the Milk Man app. REACH HPI’s Becky White led on a paper describing the theory-based design and development of the Milk Man app, and this paper was recently published by the JMIR, one of the foremost publications focused on mHealth and digital health interventions. This open access paper is available online.